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We’re witnessing the most exciting period of change the media industry has ever seen, with market entrants and long-established brands fighting it out for eyeballs in a competitive and fast-evolving landscape. Content remains a key competitive differentiator in the battle for consumers — and on the digital frontier, broadcasters, cable operators, MVPDs and streaming services are investing hard and fast to stay on top.
Content investment is surging as media companies spend billions of dollars to meet a staggering demand for premium content. Organizations need to get their best content to audiences on digital platforms to attract and retain viewers. The not-so-secret weapons for subscriber retention? Live and local content.
Driving Platform Loyalty With Live Content
Access to live local station feeds, regional sports and news programming with local stories and traffic and weather updates are decisive pull factors for audiences weighing up the shift from cable to OTT viewing.
Switching services is easy and affordable for consumers when an online streaming service provides a purely on-demand offering. Simple cancellation and trial periods make it a breeze for viewers to cut platform services and jump to different providers in a heartbeat.
Integrating quality live programming into a service creates an all-important exit barrier. Customers that rely on online TV services for access to local news, weather and traffic, along with regional sports and local team games from premier sports leagues such as NFL, MLB, NBA, and NHL, will think twice about swapping services and risking losing out on relevant and
